The path to people’s responses to native advertising in social media: A perspective of self-presentational desire

摘要: Abstract Recently, anecdotal evidence has suggested that native advertising in social media can be considered another important arena for people to build desired self-presentational images and online identities. Thus, it calls an empirical analysis on people’s responses from a perspective of desire (SPD). This study proposes conceptual model examine the role SPD advertising, i.e., acceptance (AC) engagement (AE), media. The was validated using survey data collected large community. results indicate is crucial determinant responses. Moreover, AC partially mediates relationship between AE. work contributes our understanding by extending theory self-presentation context generates several critical managerial insights providers advertisers.